A Business Owners Guide to Pay Per Click Advertising

A Business Owners Guide to Pay Per Click Advertising

In this article, we’ll dive into the world of pay per click advertising, also known as PPC, and discover why more brands are adopting PPC than ever before. We’ll start by explaining what it is, then show you some great methods to ensure you do it well.
Finally we will outline a few of the major benefits you can expect to receive. Let’s start learning about pay per click advertising.

What is it all about?

There are two popular ways of getting visitors to your site. The first one involves getting those followers organically with the help of SEO and other such techniques. And the other is through paid advertising.

PPC is one of those techniques that are used to buy visits to your website. In this marketing model, the advertisers need to pay a certain amount of money every time someone clicks on that advertisement. 

Pay per click advertising is done in many ways but search engine advertising is one of the most common ways of doing it. If you are an advertiser and you want to use this technique to promote your products or services, you have to bid for placing your advertisements on the search engine.

And then your ads will be displayed when someone searches for a keyword that is somehow related to your business. You will be charged with a certain amount of money for every click on your advertisement. 

Though it may sound quite expensive but it is not. If the search engine has a large number of users and pay per click works fine, you will get a tremendous return on investment.

Suppose you are charged $3 per click but the customer buys something worth $100 from your online store then you have paid a trivial amount of money in this case. So, you must be ready to see things in terms of ROI in this field. 

The right way of its implementation

If pay per click seems something intriguing here, you might like to implement it in your business model. In this section of the article, we are going to share some tips to help you make a successful PPC strategy for your business. 

Importance of keywords

The pay-per-click advertising model is entirely based on the importance of keywords. Apart from this, there is not just one-time research required for it instead the advertisers need to constantly improve and refine their keywords in order to fit with the varying demands of the users.

You need to do precise keyword research in the beginning and then launch the PPC campaign. After that, there your constant efforts will help you get a large number of long-tail keywords that are highly valued throughout the campaign. Let us have a look at the essential features of an effective keyword list. 

Inclusion of long-tail keywords

The majority of searches on the internet are done with long-tail keywords. The biggest benefit is that all these keywords are less competitive and hence they are far less expensive as compared to other keywords. So, including long-tail keywords will be a really wise decision in your pay per click campaign. 

Have an expansive approach

The trends on the internet keep on changing very often. This is the main reason why you have to have an expansive approach. The motive behind having an approach like this is to include space for modifications in the time of need.

Your approach should have enough space for getting and using new keywords over time. 


If you are in for paid advertisements, all you need back is organic customers in the long run. Despite all your efforts, even after getting a considerable number of clicks on your ads, you will not get enough customers if your keywords are not relevant.

This is because you will not attract the target audience with irrelevant keywords. 

PPC with Google Ads
PPC with Google Ads (Source)

Google Ads: One of the best means to do it

Google Ads has now become one of the greatest platforms for pay per click marketing. It is widely used by businesses to display their advertisements on Google search engines and other properties that are owned by Google. 

So, how does it work?

Google Ads works in the same way as we discussed earlier in this article. Advertisers need to bid on the keywords that they want to advertise. After that, there are several other things to keep in mind here, the bidding is not all that you have to do.

There are millions of advertisements about different topics in the database of Google Ads. When someone searches for something on the internet, the most relevant ads are displayed on the SERPs. 

Google considers two main factors for displaying advertisements on the search engine results pages. It is done with the help of Ad rank of the advertisers. Google calculates this rank by multiplying two key factors.

The first one is the amount of money the advertiser spends on the ad and the second one is called Quality core which is the combined effect of relevance, quality of the landing page, and other such things. 

Some of the major benefits of pay per click advertising

There are different modes of the advertisement but PPC has several benefits over all of them. Take a look at these benefits and see whether they can play some role in your business model. 

Your efforts can be tracked and measured in this strategy

You can measure the benefits that you get from it very precisely. All you need to do is to incorporate the proper use of Google tools like Google Analytics and many others. Those tools will be really effective in giving you the right information. 

Ppc is highly adaptive to almost all other online marketing channels

Businesses always tend to rely on a large number of options to promote their products. And pay-per-click advertising can be used with several other marketing channels. It is huge relief for those who want to see a swift hike in brand awareness. 

Final words

There is a large number of ways you can do it but pay per click advertising has become a real deal. We hope these fundamentals helped you a lot. But keep in mind that relevance lies at the heart of all these techniques if you want to win in the long run. 

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